The Films Were Right- The Robots Are Taking Over.

Let me tell you a secret...most copywriters are currently bricking it. Why? Because there has been a lot of talk about AI taking over the copywriting industry. It's like Terminator but less guns and action and more job loss and business closures. 

I wanted to address the issue. Is AI better than human copywriters? Is there no longer a place for a humble chap with a keyboard (like me) who wants to make businesses money? Since I'm a copywriter, you probably know my answer already. It would be silly of me to post on my own social media and say "don't bother with copywriters anymore". But, I'm gonna shock ya. I'm about to give you a completely balanced argument that isn't swinging completely in my favour.

So, if at the end of this you think I'm redundant, then feel free to unfollow me.

Artificial Intelligence- The Pros:

Copywriting is like snow in the UK, not everyone appreciates it. Some people don't see the value in paying professional writers to create their sales copy. They'd rather cut corners or do it themselves. For these people, AI is perfect. It gives them an alternative that is cheaper than hiring a writer. If you need written content, then you now have a cost-effective option that isn't paying a freelancer. If you're a start-up business then this could be good news for you. Robots don't need to sleep, eat or pay rent, so I won't lie, they're usually cheaper. 

Also, the written word might not be a big part of your business. Maybe you want a monthly blog or article but you just don't have time to write it yourself. It's pointless paying someone to do it because it's not going to be that big of a deal to you. 

You see this a lot with trades. It's the old "I'm too busy to advertise" schtick. What if these people want to have blogs and social media copy on the side, without it becoming the forefront of their business? Well, paying Wall-E to do it is the perfect solution!

Artificial Intelligence- The Con's:

They could become sentient and take over the world. I'm joking (as much as my Netflix history says otherwise). 

The biggest downside to artificial intelligence is that it's a robot. Robots don't feel or have emotion. They don't know how to create empathy or write in a way that resonates with the desired end-user. One of the biggest parts of copywriting is creating content in a way that says "I understand you" A robot can't do that. If it's creating copy for new mothers then it's not going to be able to talk about the love and empathy that's involved with having your first child. 

It's not just empathy that a robot can't understand, it's tone of voice. More specifically, your brand's tone of voice. If you're serious about your brand, then this is super important. Having a robot churn out generic information isn't going to reflect well on your business. If it doesn't sound like you, then it's not just going to hurt your brand, it's going to make you sound unauthentic. 

Now, here's my final point. Do you know the analogy of the iceberg? Because that's what we are as writers. 

What you see is the cool copy and the exciting headings. What you don't see is the competitor analysis, the calls with customers, the market research, or when we meet with our client's customers on their behalf. Good copywriters take the time to understand you, your competition and your market. We're not freelancers, we're a part of your team. 

The Conclusion: 

This is the part where I'm supposed to tell you that I'm better than a robot and you should contact me today. However, I'm not going to. Here's the truth...copywriters are going to get wiped out. Well, mediocre copywriters are. 

The ones who don't take time with clients, don't keep them in the loop, don't understand a market or apply a customers tone of voice, are going out with the dodo. The writers who take money without giving value to the client are about to disappear. 

Think of it as evolution, the strong will adapt and survive.

If you're interested in speaking with an actual human being about your written content, then please reach out to me today. If you'd prefer a robot, then don't worry about it. I completely understand, just don't say I didn't warn you when the machines inevitably take over...